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Research

Laufende Forschungsprojekte im Bereich Entrepreneurship and Innovation am Goethe-Unibator

Startup Ecosystem Rhein-Main

The performance of almost all start-ups is defined by something that is much larger than any business itself: The success of the surrounding Startup-Ecosystem. This study will research the nature and composition of the Rhein-Main Startup-Ecosystem and offer a framework for assessing the health of it. It will include data of qualitative interviews as well as the results of quantitative secondary data. By analyzing the Rhein-Main Startup-Ecosystem’s status quo in terms of entrepreneurship and recapping the ecosystem development the report is supposed to provide insights into factors determining the attractiveness of the local start-up ecosystem, but also insights into improvement opportunities.

Project leader: Dr. Thomas Funke, RKW; Dr. Sebastian Schäfer, Goethe University

 

Abgeschlossene Forschungsprojekte im Bereich Entrepreneurship and Innovation

 

Marketing  & Innovation

Drechsler, Wenzel / Natter, Martin / Leeflang, Peter S.H. (2013): “Improving Marketing’s Contribution to New Product Development”, Journal of Product Innovation Management, 30 (2), 298-315.

Drechsler, Wenzel / Natter, Martin (2011): “Understanding a Firm’s Openness Decisions in Innovation”, Journal of Business Research, Vol. 65 (3), 438-445.

Verhoef, Peter C. / Leeflang, Peter S.H. / Reiner, Jochen / Natter, Martin / Baker, William / Grinstein, Amir / Gustafsson, Anders / Morrison, Pamela / Saunders, John (2011): “A Cross-National Investigation into the Marketing Department’s Influence within the Firm: Towards Initial Empirical Generalizations.”, Journal of International Marketing, Vol. 19 (3), 59-86.

Natter, Martin / Mild, Andreas / Feurstein, Markus / Dorffner, Georg / Taudes, Alfred (2001): “The Effect of Incentive Schemes and Organizational Arrangements on the New Product Development Process, Management Science, Vol. 47 (8), 1029-1045.

 

New Product Positioning Strategies and Tools

Faure, Corinne / Natter, Martin (2010):  “New metrics for evaluating preference maps”, International Journal of Research in Marketing, Vol. 27 (3), 261-270.
Natter, Martin / Mild, Andreas / Wagner, Udo / Taudes, Alfred (2008): “Planning new tariffs at tele.ring – the application and impact of an integrated segmentation, targeting and positioning tool”, Marketing Science, Vol. 27, (July-August), 600-609.

 

Innovative Pricing Tools

Kim, Ju-Young / Natter, Martin / Spann, Martin (2009): “Pay-What-You-Want – A New Participative Pricing Mechanism”, Journal of Marketing, Vol. 73 (1), 44-58.
Lint, Onno / Pennings, Enrico / Natter, Martin (1999): “Optionsmanagement in F&E: Eine Fallstudie“, Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, Kontaktstudium, Heft 10, 990-1006.